ASO tasked with selling TV and sponsorship rights to Volta a Catalunya

Cycling - 20 Mar 2017

Author: Florence Lloyd-Hughes

ASO, the French event organiser best known for its involvement with cycling’s Tour de France, has agreed a five-year deal with Volta Ciclista a Catalunya, the annual cycling race held in Catalonia, Spain, to market and distribute television and sponsorship rights.

The strategic agreement signed between Club Volta Ciclista a Catalunya Associació Esportiva, owner and organiser of the race, and ASO, means that the latter will be responsible for selling commercial rights to the event, which is one of the oldest on the UCI World Tour calendar.

The deal, which was announced today, also covers broadcast production.

ASO has said a total of 22 broadcasters in 180 countries will be televising this year’s event, including domestic coverage by TVE, the Spanish public-service broadcaster, and TV3, the public-service broadcaster in Catalonia. Internationally, the event is being aired by Eurosport (Europe and Asia-Pacific), TV2 Sport (Denmark), TV2 Sportskanalen (Norway), Cycling TV (USA/Canada), OSN (Middle East and North Africa), SuperSport and Kwesé Sport (sub-Saharan Africa), plus Sky Sport (New Zealand).

In 2012, the Tour of Catalunya took place despite financial difficulties that threatened its cancellation, and the event has been supported in recent years by the Catalan government amid questions about its long-term future.

Rubén Peris, chairman of Club Volta Ciclista a Catalunya Associació Esportiva, said today: "We will benefit straight away from ASO's expertise in areas such as image production and distribution of TV rights, which will help us bring our broadcasts up to the highest standards."

Gerard Figueras, the secretary-general for Sport of the Government of Catalonia, which funds the event, added: "It goes without saying that we really care about this historic event, which is part of the Catalan sports tradition. ASO's contribution opens up exciting prospects for the future, with their expertise in commercial strategy complementing the know-how of the organising teams."